We talk to women regularly in our LuxuryVerse (and beyond) in the U.S., Europe and China. In our own LuxuryVerse study hot off the press, after more than a year of luxury buyers telling us they are mad about price increases and prefer to shop their own closets, we’ve reached an inflection point.

A full third of female luxury buyers in the United States now agree with the statement: “I did pull back for a while but now I’m getting getting inspired to shop and buy more luxury goods in the next 12 months.” (Another third told us they hadn’t pulled back their spending at all.) We haven’t done a study specific to the reactions to the latest runway shows but we’re organically hearing joy and delight specifically about Matthieu Blazy’s debut show at Le Grand Palais on October 6th. Witness:

I completely shifted how I feel about the brand. I am reinvigorated bc this is so fresh and new and headed in a direction I love. I spent about 20 minutes with this picture off and on. Trying to recreate it with things currently in my closet

– Gen X, L.A.

That is what has been missing from luxury fashion for years now – inspiration to play, enjoy and experiment.

And it’s not just the overwhelming beauty of the new collection that is worthy of praise, it’s the fact that the House of CHANEL gave proper time to its new Creative Director to fully absorb the codes, the culture, the rich heritage and stories. It paid off.

I love the championing of humanity in all of this and I, for one, am enjoying the breathing room that generative AI has given my business to focus even more on gathering human insights instead of the tedium of tabulations and writing summaries of findings which we now outsource to generative AI. Our clients come to us because we are the only research company that has taken the time – slowly over a decade – to cultivate human relationships with thousands of high-net-worth women who enjoy sharing their perspectives in a raw, intimate and thoughtful way. It’s priceless.

We’ve always chosen to zig while the big companies zag. More than ever, while we make AI work for us, LookLook is committed to taking the time to treat our Jewels (respondents) well and overdeliver for our clients.

The outlook for luxury has been negative for years now, but after a brutal 2024 we are now positive. In fact, we’re about to have our most profitable year ever. Much of that has to do with new definitions of luxury and a real hunger on the part of people for luxury with a soul. That desire extends to travel, wellness, health, and food. So it’s a widening of the aperture of what defines luxury, but also a scrutiny for integrity. Really great to see an independent brand like the House of CHANEL raise its high own standards by championing patience, beauty and humanity.

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